2008 Honda Accord 4cyl 2door Coupe on 2040-cars

Auto blog

Honda wins Commercial of the Decade, but not for the ad you think [w/VIDEO]

Honda's Commercial of the Decade: "Grrr" - Click above to watch video
The mad men at Adweek recently voted for the Commercial of the Decade (Super Bowl commercials not included) and Honda took top honors over memorable ads from the last ten years by companies like Nike, Budweiser and Sony. That's not a big surprise considering Honda often puts a huge amount of effort into its on-air spots. However, the Japanese automaker didn't win for the commercial you might have expected: "Cog." Though Honda's famous commercial that breaks down a European Accord Tourer into a Rube Goldberg-esque machine was also a finalist, it was beaten by another Honda commercial called "Grrr" that's narrated by Garrison Keillor of all people. You've probably never seen it, but you can after the jump.
Volkswagen also made the list of finalists, but the particular ad chosen out of all the comical VW ads we've seen was unexpected as well. Most surprising carmaker with a commercial in the finals: Saturn. Who knew...

Honda profit declines on semiconductor crunch and raw material costs

TOKYO — HondaÂ’s fiscal first quarter profit fell 33% from last year as a global computer chip shortage, a pandemic-related lockdown in China and the rising costs of raw materials hurt the Japanese automaker. Tokyo-based Honda Motor Co. reported Wednesday that its profit totaled 149.2 billion yen ($1.1 billion) in the April-June quarter, down from 222.5 billion yen ($1.7 billion) a year earlier. Quarterly sales slipped 7% to 3.8 trillion yen ($28 billion). Honda kept its profit forecast for the full fiscal year through March 2023 unchanged at 710 billion yen ($5.3 billion). The semiconductor shortage has hurt all the worldÂ’s automakers, including Honda, despite strong demand, and the manufacturers have been scrambling to secure alternative suppliers. Honda, which makes the Accord sedan, Odyssey minivan and Civic compact, sold about 815,000 vehicles last quarter, down from 998,000 vehicles the same period a year earlier. Auto sales dropped in almost all regions around the world, including Japan, the U.S. and Europe. “I ask for the understanding from all those who are still waiting for their vehicles and vow that our whole company is doing its utmost to make the deliveries even a day sooner,” Chief Financial Officer Kohei Takeuchi said. Takeuchi said the semiconductor shortage curtailed motorcycle production as well as car production, adding to uncertainty about future prospects. Honda said the recent lockdown in Shanghai was among the causes of the shortage in computer chips supply but declined to give specifics. Although U.S. sales are potentially facing a dent from recession worries and other economic hardships, Takeuchi acknowledged he was more worried about the shortage problem and producing the cars customers were waiting for. Takeuchi noted that motorcycle sales for the quarter, which grew to 4.25 million motorcycles from 3.88 million a year earlier, were going strong, especially in India. The cheaper yen and cost cuts helped maintain profitability overall, he added. The yen has been at a two-decade low against the U.S. dollar. A cheap yen has historically worked as a boon for exporters like Honda by boosting the value of their overseas earnings when converted into yen. But it also increases costs for imported components and materials. JapanÂ’s top automaker Toyota Motor Corp. reported recently that its fiscal first quarter profit fell nearly 18%. Nissan Motor Co. saw its quarterly profit plunge to less than half of what it was a year earlier.

Honda Project 2&4 is our kind of sidecar sideshow [w/video]

Honda makes cars and Honda makes bikes. It makes a whole lot of other things, too, but those are the two areas of expertise that have given rise to the thoroughly enticing Project 2&4 concept. It's one of the smallest vehicles unveiled here at the 2015 Frankfurt Motor Show, but also among the most enticing. The result of a global in-house design competition, Project 2&4 was envisioned by the company's motorcycle studio in Asaka and brought to fruition with help from the automotive studio in Wako. It's powered by the 1.0-liter V4 engine Honda developed for MotoGP competition, driving 212 horsepower and 87 pound-feet of torque through a six-speed, dual-clutch transmission. With less than 900 pounds to motivate, that adds up to blistering performance of the kind we'd give most anything to experience firsthand. The 14,000-rpm redline would be enough to make our heart sing all on its own, but the novelty of Project 2&4 is its design. As you can see, it hands the driver's seat and controls off the side, with room for a hold-on-for-dear-life passenger seat on the other side. The neo-retro styling is inspired by the company's RA272 grand prix racer from the Sixties, but gives up on the center driving position for an altogether more original configuration. The result looks ready to take on the likes of the Ariel Atom and BAC Mono... to say nothing of the curbs of Suzuka and Fuji. If only Honda were (able) to put it into production.